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Documentation & User Guides | FotoWare

FotoWare in Retail - How a DAM complements a PIM

While retailers are no strangers to Product Information Management (PIM), they're often uncertain whether a Digital Asset Management (DAM) system is required as well. Read on to learn how they complement each other.

While a DAM and a PIM have many similarities, they fundamentally serve different purposes. A retailer relies heavily on the PIM to keep product information updated at all times. Typically, a PIM is used to store information about:

  • manufacturer
  • vendor
  • SKU
  • stock
  • sales info such as price, order, delivery, POS data etc.

In a DAM, the focus is on the asset itself, for example making sure that the image of the SKU is tagged with the correct descriptive metadata. In a few words, a DAM organizes and facilitates collaboration on and retrieval of an organization's digital assets: marketing materials, graphics, documents, logos and so on -  to help certify brand consistency.

When used in tandem, A DAM can be used to connect the SKU image other products associated with a specific launch, for example.

A product launch for e.g. a spring campaign requires much more than just the product shots in the PIM: Posts in social media should communicate a feeling to the target group, so images and videos used in marketing are likely not a fit for your PIM, but for the DAM. By integrating these, metadata can help link the products in the PIM with the associated brand images and video in the DAM. 

By creating collections in the DAM, you can help marketers easily find the right assets and offer them in the format and size required for different social media channels, platforms and devices. Where localization of a campaign is called upon, this can also be facilitated in the DAM and help staff locate the complete collections that have been adapted for use in a certain language or area.

Another key area where a DAM shines, is in handling image rights and approval of use. Simple yet powerful approval processed can be designed to help users get a visual indication of how images may be used, who and how to credit the owner and whether an asset has been approved, or released for use. Managers can easily maintain large collections this way, minimizing the possibility that images or video are used without permission or giving due credit.


The above are just some examples of how DAM and PIM can be integrated to help an organization take full control over both product and brand. At FotoWare, we have helped many retailers do just this, and we'd love to demonstrate the benefits of connecting the dots as described above.

Get in touch with us at info(at) to talk!